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Pedro Gonçalves

Taxonomy: Content Strategy's New Best Friend | Johnny Holland - 0 views

  • As user trends continue to shift from search to discovery, creating the structure and process to support that discovery requires a sophisticated content strategy.
  • Instead of requiring users to categorize each board they create, however, Pinterest’s strategy is to involve other users. When someone comes across an uncategorized board, they’re asked to help by selecting one of the 32 categories from a dropdown.  So while Pinterest gives its user community a lot of free reign when it comes to naming and organizing content, this strategy is supported by well-placed guidance to help the community improve the quality and reliability of the content. Pinterest strikes a balance between flexibility and structure by involving users in enhancing site categorization while lowering the barrier to entry for users who would rather not spend their time categorizing.
  • Promoting older but still relevant content. Creating and promoting new content is important, but leading users to older content may also be part of your content strategy.
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  • Choosing well-researched and tested vocabularies can support an intuitive user experience, but may also require some guidance—instructional content on the administrative interface, for example—for content authors and managers. They may be used to using the organization’s internal terms, not the terms site visitors are using when looking for information, to define content.
  • on each book’s page, you can see a “Genres” callout showing how readers most often classified the book. You can also follow the “See top shelves” link for the full list of shelf names. Whether you prefer to find popular books by broad category or dig into unique, quirky lists made by other users, Goodreads provides ample opportunity to do both.
  • Whether you call it “folksonomy” or “social tagging,” your role as a content strategist is to provide the context to empower your users to make the best decisions about tagging your content
  • Tags or categories? Open taxonomy or closed vocabulary? How deep should your hierarchies go? Your content strategy should help drive which type of taxonomy to use when. If your organization’s strategy is to build a collaborative community in which engaged users are creating content, then a closed taxonomy with a limited vocabulary may send the wrong message. If you plan on creating content about the same subjects for the foreseeable future, then relating content through taxonomy can work well. But if the subjects will change often, then relating specific pieces or types of content to each other rather than linking them via taxonomy may work better.
  • You may also decide to limit your use of taxonomy, for example, if your organization is highly risk-averse and leaves nothing to chance. Relying on taxonomy-driven dynamic relationships, rather than manually creating the relationships between pieces of content, may not be the right content strategy for you, since you lose control over exactly what displays where. When a database, rather than a human being, is creating content relationships, the results may be humorous or even inappropriate.
Pedro Gonçalves

Customers remember experiences, not content | Media Network | Guardian Professional - 0 views

  • Justin Pearse recently wrote a nice article on the state of digital content. He argues that content needs to be thoughtful, meaningful and well executed for it to be effective – it should be less about the brand, and more about the audience.
  • While his argument is absolutely correct, it pivots on the idea that engagement often begins and ends with a piece of content. The reality is that the failure of content marketing is in the belief that content exists in a vacuum.If you create a piece of content and don't support it, you're probably going to be disappointed. In other words, if we define experience as the beginning-to-end engagement with a brand, then content is simply part of the spectrum.
  • Digital content needs to be supported by great user experience (UX), solid digital strategy, attentive channel management and smart technology. To reiterate – it must be part of a system.
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  • Under this model, content strategists realise digital strategies and UX requirements as the things our users read, watch and play with. In other words, we are really the architects of experiences.
  • Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.
  • Most agencies look at content strategists as the guys who audit content, test its effectiveness and generally specialise in its strategic and editorial underpinnings.This needs to change.
  • I recently worked with a bank that wanted branded content to help bolster waning sales of a low-rate credit card. But when we looked closely at the entire experience, we realised that content would do little for card sales. The application process was complex, dated and unfriendly.My recommendation as a content strategist was "fix your website then look at content". We built out a strategy, but it focused more on constructing an ecosystem for content than content itself. Put differently, it laid out scaffolding for good, hard-working content.
  • users remember fun, exciting or informative experiences that go well beyond any single piece of content.
Pedro Gonçalves

The 3 Keys To Agile Content Development | Co.Create: Creativity \ Culture \ Commerce - 0 views

  • When brands come to agencies for agile content development, the main criteria is usually that the content must be high quality, compelling, low-cost, high frequency, and quick-turnaround. But often their internal structure and processes aren’t yet optimized to embrace this type of approach. In agile content development, timing and efficiency is everything. Without it, there is no liftoff.
  • Brands can optimize themselves for agile content development by making internal adjustments that improve communication, the first of which should be to empower a small team to manage the process. This team should have the authority to secure and approve budgets, as well as weigh in creatively and strategically on content as it goes to market. Creating a nimble group that has real ownership of the process will make things more efficient and reduce the chances of unnecessary stress being put on your brand marketing team as a whole.
  • When strategy, creative, and production teams can sit side by side and collaborate fluidly, agile content is the by-product.
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  • Agile content development is best executed by a partner that has strategy, production, and analytics under one roof, combining what agencies traditionally do best with what production companies traditionally do best.
  • This exercise will also help your brand get into the right mind-set. Think of your brand marketing team as the police force, and your agile content group as the SWAT team.
  • A perfect example of this is Red Bull, which has even gone a step further to combine brand, agency, and production company into one. No one would argue that they are not one of the most successful agile content marketers on the planet.
  • The most important part of setting your brand’s agile content strategy is having a clear idea of why your brand is creating content to begin with.
  • Next, your responsibility is to make sure that the content you’re creating is meeting your brand’s overall objectives. Your selected content partner should be responsible for making sure the content you create is something that your target consumer actually wants to see.
  • Once your brand’s content strategy is set, it should be seen as a living framework that should evolve over time. Recognize that your brand and content both live in a dynamic world that changes constantly.
Pedro Gonçalves

Channeling Anna Wintour: When Creating Branded Content, Think Like An Editor-In-Chief |... - 0 views

  • These days, developing a successful online presence requires approaching traditional digital efforts like link-building, web traffic, lead generation, and sales from a decidedly more editorial, content-rich approach: a hybrid marketing and storytelling strategy that drives customer actions by creating, documenting, distributing, and optimizing content. Some companies have created their own internal content development departments or are working with agencies to create everything from infographics to documentaries that highlight where the values, interests, and personality of brand and customer overlap. Coca Cola believes so strongly in the power of content that they are relying on this approach to help them double the size of their business by 2020.
  • While your office probably looks a lot different than a newsroom, approaching content strategy by thinking like a magazine publisher or a television producer is an effective way to approach content development and promotion. Utilizing influential voices to develop and promote content can help ensure that you meet the first requirement of securing readership and viewers--be interesting.
  • The people who already create for you: We often hear “write about what you know” because it comes easiest. Identify the talented storytellers within your own walls. Those with an intimate knowledge of company activities are primed to create impactful content, even on a tight deadline. Identify employees who are weekend filmmakers, amateur photographers, poets, and guitar players and invite them to bring these talents to the table.
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  • The people who use your product or service: The voice of the customer is the most influential of all. Provide loyal consumers with an opportunity to get involved by sharing their stories. Identify digital influencers that fit your brand aesthetic and explore partnership opportunities. This approach is heavily evident in the fashion industry, where brands routinely work with fashion bloggers on everything from Twitter chats to advertising campaigns.
  • The people who support you: Why not collaborate on content development with partners or vendors? By working together, budgets become more manageable and both parties can benefit from the potential PR story. By working together, you can deliver deeper impact and cast a wider net. 
  • With more brands developing more and more content, we will naturally reach a point of over-saturation where only the very best stories will make an impact. As such, it is absolutely crucial to begin to refine and optimize current content marketing practices. Also, with the line blurring between marketing or brand managers and content developers, it’s worth noting that those best suited for positions in content marketing have a rare combination of business and marketing acumen, digital savvy, as well as journalism, public relations, film, and even creative writing. For those with this mega-mix, employment opportunities abound.
Pedro Gonçalves

Sweden's Advertisers Warm to Content Marketing - eMarketer - 0 views

  • A majority of Sweden’s advertisers now use some form of content marketing to enhance their brands
  • While 69% of those polled said they knew what content marketing was, nearly one-quarter (23%) said they had heard of it but didn’t know about it.
  • Among marketers who had content strategies, 80% said that form of marketing was at least somewhat effective at strengthening their brand, and a similar number said it nurtured existing customer relationships. More than half said it was effective for finding new customers. It was less good at generating direct sales, according to this sample.
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  • Nearly all the advertisers polled (92%) said they aimed content marketing at their customers, and 54% targeted prospects. Six in 10 also created content designed for journalists or others in the media. The most popular approach—mentioned by 65%— involved placing content on both print and digital platforms, while 43% used only digital channels.
  • Facebook was the runaway winner when it came to distributing branded content; 84% of advertisers said they had used it, and a further 11% planned to do so in the future.
  • More than three-quarters (78%) of those polled said they had produced newsletters, and 12% intended to do so, while 74% had posted content on properties such as partner websites. Pinterest was one of the least compelling propositions for these advertisers. Just 8% said they had used it to post content, and 3% planned to do so; 73% said they weren’t even considering it at the moment. Despite the growing enthusiasm for content marketing, content-related budgets remain rather low, judging by this research. More than two in five respondents (42%) reported that their company spent less than SEK1 million ($147,711) on these initiatives, and 24% spent between SEK1 million and SEK5 million ($738,552). Yet only 6% said they had no funds at all for content marketing. In another vote of confidence for content, 53% of advertisers said their content budgets would increase in 2014.
Pedro Gonçalves

Content Marketing is More Important than Ever | Experts' Corner | Big Think - 0 views

  • The major takeaways from Google Panda and update (in no particular order) are as follows: Focus on original content – you will get hammered for “stealing” or repurposing on too high a scale (for example, lifting content from Wikipedia) Over-optimization kills – Google can sniff out sites that are designed solely to exploit certain key words (for example, repeating the same keyword, or variations thereof to drive traffic) Link to high quality/authoritative sites – while Panda focused more on a more systematic sweep of SEO, Penguin is focused on the processes around linking. Don’t over-link, and when you do create links, link to high quality sources Excessive Ads are Bad – If it looks like you are running too many ads against your content, you will face the consequences SEO is a “Bad Word” – The rise of the term “content marketing” effectively means that high quality content trumps low quality link bait.
  • Write Guest Blog Posts for Authoritative SitesContent marketing does not just refer to content you write for your own site, but content you write for other sites.
  • content marketing also improves SEO rankings and traffic.  Link building is a common SEO strategy that is always difficult to grow through a paid channel.  The best way to get organic and quality links is by creating interesting content that drives people to link and share your content.  Whether or not it’s directly related to your line of business, driving free traffic is always a victory.
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  • The whole purpose of your own blog is to drive the highest quality, most targeted traffic to your conversion funnel – if you are not doing that, you might as well not have a blog.
Pedro Gonçalves

Confab 2012: A New Path for Content Strategy - Scatter/Gather: a Razorfish blog about c... - 0 views

  • at the conference there was also a welcome developing story urging content strategists to expand the range of their work and take a more active role in creating new ways of consuming, sharing, and dreaming up ways that content can be transformative. It’s a progression from, “I found what I was looking for” to “Look what I found!”
Pedro Gonçalves

26 Ways to Create Social Media Engagement With Content Marketing | Social Media Examiner - 0 views

  • you need writers and team members who can think strategically about the content that will resonate most with your audience.
  • Search for people asking questions about your keyword or phrase on Twitter.
  • “Content curation is not about collecting links or being an information packrat, it is more about putting them into a context with organization, annotation and presentation.  Content curators provide a customized, vetted selection of the best and most relevant resources on a very specific topic or theme.”
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  • Post curated content 50%, original content 30% and promotional material 20% of the time.
  • The data in a piece of content posted on Google+ is immediately indexed for Google search. On Twitter or Facebook, Google has restricted access to the data and indexing can take a few days. AuthorRank, the digital signature for Google+ users, is also set to affect the ranking order for search results.”
  • Take time to comment
  • Place your keywords:In the Bio or About Us section of all of your social networks
  • Post status updates often (especially every morning).
  • In survey after survey, smartphone users want to know if a close physical location is open. Content for these types of searches should include basic contact information—address, phone number and operating hours—as well as a short description of the location highlighting why a visitor should choose that location.
  • replying to the comments on media can be as important as the creation of the content itself. When someone comments, you must reply.”
Pedro Gonçalves

Content Knowledge Is Power | Smashing Magazine - 0 views

  • content-out design4 — the concept of determining how your design should shift for varying displays by focusing not on screen sizes, but on where your content naturally breaks down.
  • if you want to ready your content to be more flexible and adaptable, then you can’t just look at each page individually. You need to start finding patterns in the content.
  • Each bit of structure you add gives you options: new abilities to control how and where content should be presented to best support its meaning and purpose.
Pedro Gonçalves

Are You Hungry for 'Snackable Content?' - 0 views

    • Pedro Gonçalves
       
      Just another term for chunckable content
  • the so-called "long-read" could be seen as a nutritious, well-balanced meal, while snackable content is the fast food of the content world.
  • So "snackable content" is short-form data — be it text, imagery or video — that consumers can quickly engage with, possibly on-the-go, possibly on a smaller screen, that will hopefully leave them hungry for more, similar content in the future.
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  • Have you heard the one about goldfish having a 3-second memory span? Would it shock you to know that some studies suggest the average adult attention span comes in at less than that — just 2.8 seconds? Other research is more generous, pegging the average attention span in 2012 as eight seconds, although this is down four seconds from the 2000 average
  • snackable content is an easy concept to grasp — it is described as bite-sized chunks of info that can be quickly "consumed" by its audience.
Pedro Gonçalves

Content & SEO Alignment: 3 Steps To Create The Perfect Win-Win - 0 views

  • brands invest $44 billion in content every year.
  • The modern-day marketer balances left- and right-brain thinking. They use SEO and technology as an enabler and distributor, using content marketing creativity to build holistic content and SEO programs that result in measurable business outcomes.
  • SEO and content strategies need to be aligned for optimal marketing performance, yet the costs and time associated with training and development can negatively impact productivity, scale and revenue. This catch 22 makes it difficult to achieve such levels of collaboration, and divergence remains.
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  • According to the yet-to-be-released BrightEdge 2014 Search Marketers survey across a customer base of 8500 brands, over 83% of marketers are placing a greater strategic importance on content performance by optimizing for organic search.
Pedro Gonçalves

Content strategy 101, Part 2: making data meaningful | Feature | .net magazine - 0 views

  • the role of content strategy is focused on the brand’s relationship with its target audience
  • with your content. Desktop PCs and laptops are where the internet matured, but nothing in technology stands still – and while platforms such as game consoles and TVs are currently underutilised, this will not be for long. It’s clear that mobile devices will be key in the future, but smartphones and tablets are not yet fully featured computers, and this poses one of the biggest challenges.
  • when planning you will need to ensure that your content is planned and built so that it renders in the way you intend on different browsers, operating systems, native mobile interfaces, mobile applications, media players and access technologies.
Pedro Gonçalves

The Knowledge Graph: Should Your Content & Business Strategy Change? - 0 views

  • National Geographic has a wealth of information about Bengal tigers, but if the knowledge graph provides just enough information for the searcher, will he or she click on the National Geographic result?
  • There is currently no “opt out” option for Knowledge Graph. But I would argue that if the knowledge graph result will be showing anyway, wouldn’t you want your brand and your link in it instead of Wikipedia or a competitor as the source? At least if your website is present in the Knowledge Graph, your site may receive clicks via the link to more information in the Knowledge Graph result. Another approach to consider is to fight fire with fire: beat the Knowledge Graph altogether. How? Currently, one type of content that is not appearing in Knowledge Graph yet is video. However, video content, when well-optimized, often realizes more clicks than text entries.  A 2011 study by AimClear demonstrated that video can receive as much as 41 percent more clicks in organic search over text results.
Pedro Gonçalves

Content Strategy: The Perils of Search Engine Optimization - 0 views

  • Today I searched for “search engine” on Google. The first result was for Wikipedia, then came Dogpile, searchengine.ie, DuckDuckGo, Bing, etc. The Google search engine didn’t appear until the third page of results, which means it might as well be sitting on top of Mount Everest from a search findability perspective.The Google homepage is absolutely atrociously optimized for search engines, but tremendously well optimized for people who search. The Google design is focused on what the customer wants to do, which is to search and find stuff. Google is not focused on getting itself found but on helping customers find.
  • Yes, it’s important to get found. But what happens after you get found is crucial. From a customer’s point of view, finding a particular website is just the first step in completing a task.
  • Google wasn’t always popular. Once upon a time it was a totally unknown website run by two students. Its strategy to get found was based on being useful. That’s by far the best philosophy
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  • There’s no point in bringing lots of people to your website if they are going to feel frustrated and annoyed when they get there.
Pedro Gonçalves

Branded Content Is A Winning Part Of The New Marketing In Europe | Forrester Blogs - 0 views

  • Connect to consumers in context. Having great content is not enough. Consider the context in which it will be consumed. Are your consumers looking for quick-hit information on their smartphones, snackable content on Facebook, or in-depth information on your website?  Create visible value. What topics can you credibly provide value on, through information, education, or entertainment? Don't just create it; make it clear where the value is provided. Continuously measure and optimize results. Go beyond tracking data to measuring impact. Tie results like brand lift, content shares, and unaided recognition of the content to metrics that run the business like leads or sales.
Pedro Gonçalves

10 Developer Tips To Build A Responsive Website [Infographic] - ReadWrite - 0 views

  • “We are now looking at how we display and order content differently from screen size to screen size,” said Jeff Moriarty, Boston Globe VP of digital properties in an interview last year. “This ‘responsive content’ concept is emerging and we are starting to see in data that users want different types of content depending on their context and the device they are on. We have to now think about how content performs differently from the biggest screens to the smallest, how that content is organized and even how headlines are written from platform to platform.”
  • The first thing to think of when building a responsive site is simplicity.
  • some website builders may over-design for the desktop, making some websites fun to play with but absolutely impossible to navigate.
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  • focus around content and avoid the pitfalls that certain aspects of websites can create.
Pedro Gonçalves

4 Ways To Create Brand Content People Actually Care About | Fast Company - 0 views

  • Marketing strategies will maintain their mediocre successes as long as we keep expecting engagement and loyalty from our customers without giving them the same consideration. However, by investing time and resources to develop great gobs of gorgeous content with compelling, interesting messages worth sharing, the scales will tip, the pendulum will swing. 
  • Make transmedia your best friend.  Get the most value out of investing in content by including multiple platforms and varied content around singular campaigns. During the planning phase, consider the different ways to connect to your audience and decide ahead of time to develop and integrate several of these platforms into your approach. Behind-the-scenes still shots at a video shoot can be published to Instagram, and money-saver tips used as website copy can be turned into a series of illustrated JPEGs and posted to Pinterest. Of course, it’s not necessary to always use every platform, but it is necessary to consider each platform.
Pedro Gonçalves

The Engagement Project: Connecting with Your Consumer in the Participation Age - Think ... - 0 views

  • the brands that win will prioritize engagement over exposure. They will flip the traditional approach of using mass reach to connect with the subset of people who matter on its head. They will super-serve the most important people for their brand first and use the resulting insights and advocacy to then broaden their reach and make the entire media and marketing plan work harder.
  • This generation has grown up living digital lives. This has fundamentally changed their relationship with media and technology — and with brands. They don’t want to be talked at, but they do want to be invited in to the discussion. They thrive on creation, curation, connection and community. As a result, we call them Gen C. The behaviors of Gen C have less to do with the year they were born and more to do with their attitude and mindset. For example, while 80% of people under 35 are Gen C, only 65% of Gen C is under 35 [1].
  • Gen C cares more about expressing themselves than any generation before.
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  • More than half of Gen C use the internet as their main source of entertainment, and 66% spend the same or more time watching online video as watching television [2].
  • Conversation drives Gen C, especially when it’s aligned with their interests. They are hungry for content that they can share and spread, no matter where it comes from: other people, content providers, brands.
  • The majority -- 85% -- of Gen C relies on peer approval for their buying decisions [2]. The under 35 set will be 40% of the population by 2020. But more importantly, by then, we’ll all likely be Gen C.
  • Gen C has a camera in their pockets, so the stuff they capture and curate looks more common, ordinary, even pointless at times. But the ordinary-ness of it all is what is extraordinary. Pictures of the everyday-ness around them allow them to find new meaning, as if they are seeing things for the first time.
  • They record every detail and then curate that content to reflect their personal values and how they see the world. In fact, 1 in 4 upload a video every week and nearly half upload a photo every week [2]. It’s their way of controlling how they want to be perceived by others
  • Giving them a way to add their own uniqueness to an experience gives them a reason to add it to the collage of their lives.
  • Giving them content that matches their definition of quality has become their expectation, not a nice to have.
  • Well-thought-out, useful and interesting branded content has more opportunity than ever to contribute meaning to people’s everyday lives. But there is also greater risk than ever from messaging that doesn’t feel authentic, relevant, personalized, and participatory.
  • Gen C wants to give us signals of their interest. They are looking to connect directly with brands that create experiences that offer something relevant and valuable, and they expect that we’ll be ready and willing to act on those signals and continuously improve the quality of our interactions with them.
  • Rather than starting by thinking about how to reach or broadcast to as many people as possible to get to those who matter, what if we began with engaging those who matter the most. We could prioritize surfacing the 5% — and make our entire plan better by learning from their interactions and leaning on their advocacy to expand our reach in a smarter way. We wouldn’t be abandoning “reach”; we’d be reorienting our thinking towards greater “engaged reach”?
  • By turning the reach-driven funnel upside down, we’re in effect creating an ‘engagement pyramid’. The engagement pyramid isn’t just about retention and growth of our existing customer base. It’s about starting with the 5% who will be most interested in what we have to say and most willing to speak for us. This group not only includes current customers, but also those most likely to influence others toward your brand.
  • you need to be “always on” because Gen C is “always on”.
  • Prioritize content, beyond commercials
  • Some of today’s most successful brands realize the power of their fans to help generate content that they in turn surface to a broader group.
Pedro Gonçalves

Why Curation Is Important to the Future of Journalism - 0 views

  • Despite shrinking newsrooms and overworked reporters, journalism is in fact thriving. The art of information gathering, analysis and dissemination has arguably been strengthened over the last several years, and given rise and importance to a new role: the journalistic curator.
  • with the push of social media and advancements in communications technology, the curator has become a journalist by proxy. They are not on the front lines, covering a particular beat or industry, or filing a story themselves, but they are responding to a reader need. With a torrent of content emanating from innumerable sources (blogs, mainstream media, social networks), a vacuum has been created between reporter and reader — or information gatherer and information seeker — where having a trusted human editor to help sort out all this information has become as necessary as those who file the initial report.
  • “Curation,” says Sayid Ali, owner of Newsflick.net, “gathers all these fragmented pieces of information to one location, allowing people to get access to more specialized content.”
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  • Curators help navigate readers through the vast ocean of content, and while doing so, create a following based on several factors: trust, taste and tools.
  • Building trust is important to validating curation as an evolutionary form of journalism, and many curators believe they should be held to the same standards as journalists.
  • more often than not, reporters stay within the confines of their beat. Curators don’t have to.
  • Curators also seem to fall into one of two categories: Aggregation and reblogging content without any editorializing, or providing additional thoughts as part of their reblog, retweet, etc.
  • Even though curators share certain characteristics of editors, they don’t enjoy the exact same role. When a curator gathers information for their community, the content is something they are passionate about. Reporters, as we’re taught, are not supposed to be passionate and interject opinion into their story.
  • Many news organizations, for example, are on Tumblr acting as curators, reblogging not only their publication’s content, but also other news sources that are relevant to their audience.
Pedro Gonçalves

5 Ways to Increase Your Facebook Engagement | Social Media Examiner - 0 views

  • Solid content strategy (what you’re going to post on your page)Promotion strategy (how you’re going to continually increase your fan base)Engagement strategy (how you’ll respond to fans and build community)Conversion strategy (how you’ll turn your fans into customers)
  • It’s perfectly within Facebook’s Terms of Use to do a giveaway on your fan page. The rule of thumb is does everyone get one? If the answer is yes, you’re good to go—that’s a giveaway. If the answer is no because you’re drawing select winners, then that’s a promotion where you must adhere to Facebook’s Promotions guidelines and use an app to administer the contest/sweepstakes.
  • the average ER for most brands and businesses is a mere 2%!
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  • To calculate your own engagement—or that of any fan page—here’s the formula:(PTAT / Likes)*100, where PTAT is “people talking about this.”
  • (Likes + Comments + Shares on a given day) / # of wall posts made by page on a given day / Total fans on a given day)*100
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